With creativity

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With creativity as the most fundamental aspect of product innovation and relevance, most companies don't know what it is or how to harness it. Enter Ron Brown. He draws from significant experience in 3 different industries to offer an effective guide for developing and applying innovative ideas that anticipate (thus the book's title) what customers want. From advertising he brings experience from an industry that made creativity a business. From packaged goods he brings discipline and measurement. From the Silicon Valley he brings the top executive's view of the strengths and weaknesses of technology companies in product development and marketing.

Brown's experience and research give us core principles that help us structure and guide our teams to understand customers and develop new and useful widgets that they want — even if they don't yet realize they want them. He explains clearly why engineers typically don't value customer perspectives, why they must, and how they can. He effectively dispels some of the tenets that technical managers hold dear about creativity and how to foster innovation. Then he follows up with simple, effective techniques.

Written in a easily readable style, the book is full of researched points brought into focus by Brown's faceted career. Read the book if you want to learn more about how to get innovation in business. Give copies to your team and your team leader if want to help focus the group's efforts and yield results for your company. But prepare to replace some misconceptions about innovation with valid perspectives that really work.